"From its humble beginnings in 1963, Pantone made itself essential to
manufacturing on a global scale via the creation of the Pantone Matching System
(PMS) ® which revolutionized colour reproduction and selection. Though in the
wake of the digital age, the company has sought a new image to stay relevant.
Now describing itself as the “authority” on colour, Pantone has cornered the
market on what makes a colour cool, hip and fashionable. But how does “cool”
happen? What makes Pantone the authority and how does this change in branding
affect a greater discourse of design?

The answer is one of perception and precedent, marketing and
manufacturing, chemistry and charisma."

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